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ERIC Number: EJ916823
Record Type: Journal
Publication Date: 2010
Pages: 38
Abstractor: ERIC
ISSN: ISSN-0896-5811
Embedded Advertising on Television: Classic Legal Environment and Business Law Content "Brought to You by ..."
Cain, Rita Marie
Journal of Legal Studies Education, v27 n2 p209-246 Sum-Fall 2010
Students are familiar with some or all depictions of branded products in popular television shows. But they probably have no idea the number of legal and public policy issues these product appearances are generating. This article explains how embedded advertising in television shows can be the attention-grabbing vehicle for teaching numerous concepts commonly covered in legal environment and business law courses. The Federal Communications Commission (FCC) uses the term "embedded advertising" to describe two different, but related, marketing strategies: (1) product placement; and (2) product integration. Product placement is the use of a branded product as a prop in a production, for a fee. Product integration involves incorporating the branded product into the dialogue or plot of the sponsored program. The author analyzes these expanding marketing practices relative to numerous concepts that are taught in business law or legal environment courses. After discussing ways to introduce the embedded advertising concept to students, the author discusses administrative law and statutory interpretation applicable to embedded advertising. The author provides instructors basic research to completely familiarize themselves with the embedded advertising topic. For instructors who are committed to the legal case method tradition, the author provides classic cases that illustrate the central free speech issues. She suggests numerous individual or group assignments to accommodate different teaching styles and class sizes and provides suggestions for incorporating visual aids that will make the topic come alive for students. (Contains 158 footnotes.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Adult Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A